Navigating the Labyrinth: The 5 Main Challenges of Marketing Effectiveness in APAC's Fragmented Region
The Asia-Pacific (APAC) region, with its vast expanse and diverse cultures, presents a unique set of challenges for large corporations aiming to deploy multi-market media effectiveness projects - such as modeled attribution or media mix modeling (MMM) initiatives. The region's fragmentation is not just geographical but extends to cultural, economic, and regulatory aspects, all of which impact media investment strategies and - by extension - the way to measure performance. In this article, we will delve into the five main challenges that marketers face when running marketing effectiveness projects in APAC, providing insights into the complexities of this vibrant yet intricate market.